The Hakuna Movement: Organizational Structure and Strategies for the Re-Christianization of Spanish Youth

Abstract

 With more than 60 groups around the world, 10,000 young people participating weekly in its activities, and an unusual visibility beyond religious circles thanks to the multitudinous concerts of its Christian pop group, Hakuna is a rara avis in secularized Spain. Our research is based on a theoretical amalgam that combines analyses of religious change and social movement studies―two literatures that rarely cross paths. We analyze Hakuna taking into account three analytical axes: its triple organizational structure, mobilization repertoires, and identity work. To do so, we use a multi-methods qualitative design, primarily based on netnography and secondary data analysis. The article reveals the characteristics that distinguish Hakuna from other lay movements in a context of cultural backlash: (1) the cross-fertilization between its association of the faithful, foundation, and music group; (2) its strategy of spiritualization of leisure and its alignment with the “psi industry” of personal well-being; (3) its digital apostolate and corporate marketing tactics, and, finally, (4) the “friend-friend” logic that seeks to re-Christianize exculturated youth and overcome cleavages between Catholic organizations in a context of growing polarization around religion.